What were the specific business drivers necessitating John Lewis' shift towards investment in IMC, AND what are the fundamental elements of the IMC Strategythat were designed to meet these challenges?

(Do not simply restate what the creative agency did. Think about the strategy they devised and deployed, explaining how the levels of objectives descend from the business problem and how the primary objectives/KPIs were met, using specific evidence and metrics from the cases to support your answer).